"Forget The Funnel": Considering Customer-Led Growth, a Conversation with Georgiana Laudi

The Marketing Mix: Thought-starters for B2B Business Leaders

If you’ve ever wondered if the traditional marketing funnel still makes sense, you’re on the same wavelength as Georgiana (Gia) Laudi, co-author of “Forget the Funnel.”
Gia would rather talk about Customer Led Growth, an alternate approach - applied particularly to SaaS marketing and recurring revenue models - focused on a deeper understanding of the experience of the “best customers.”

On this episode of The Marketing Mix, Gia highlights the shortcomings of some standard marketing strategies including MQL/SQLs and Pirate (AARRR) metrics; and explains how a Customer Led Growth process can provide much deeper insights.

We talk about the challenges of developing the right messaging in Founder-led start-ups, as the product evolves and the customer base expands. And how the “Voice of the Customer” process has changed with the use of platforms like G2 and Capterra, but still requires in depth customer interviews.

Gia walks through part of the Customer Led Growth process they have developed at Forget the Funnel, including how they select the customers, and the focus on “Jobs to be Done.” She also shares some of her favorite customer questions and insights.

If you’re intrigued by the conversation, you should check out Gia’s book “Forget the Funnel”.